五粮液2026世界杯联名产品重磅首发 奏响“美酒+体育”跨界融合新乐章

Core Insights - The collaboration between Wuliangye and the 2026 FIFA World Cup aims to merge the worlds of fine liquor and sports, enhancing the global reach of Chinese baijiu [1][4] - Wuliangye's strategy includes a dual approach of "products + activities" to create a consumption consensus around the World Cup, promoting the idea of "drinking World Cup liquor" [1][4] Product Launch - Wuliangye launched a series of innovative products, including the flagship "Eighth Generation Wuliangye Official Co-branded Product," which embodies the spirit of craftsmanship and cultural harmony [1][2] - The "Champion Blind Box" mechanism features the official World Cup visual symbols and random representations of eight champion national teams, making it a unique collectible [2] Marketing Activities - An interactive activity titled "Guess the World Cup Group, Win Wuliangye Free" was introduced to engage fans, with participation incentives including full refunds for correct guesses [3][4] - The campaign is supported by former Chinese football star Fan Zhiyi, enhancing the event's visibility and engagement [3] Strategic Vision - Wuliangye emphasizes the importance of innovation while maintaining its traditional craftsmanship, aiming to connect with younger consumers through sports and cultural narratives [4] - The company plans to continue its interactive engagement strategy with ongoing activities related to various football events, fostering a long-term relationship with consumers [4]